Bartle Bogle Hegarty here has landed creative duties on Coca-Cola’s Sprite following a “jump-ball” competition against Wieden + Kennedy, sources said.
The brand’s major media spending totaled nearly $25 million last year, according to Nielsen Monitor-Plus.
The agencies either declined to comment or could not be reached. Calls to client representatives were not immediately returned.
Sprite’s previous lead agency was MDC Partners’ Crispin Porter + Bogusky in Miami. Crispin landed Sprite in 2005 after a creative shootout with Ogilvy & Mather in New York, the brand’s incumbent lead shop at that time.
Sprite becomes BBH’s second Coke brand, along with Vitaminwater, which the Publicis Groupe-backed agency added following a pitch last month. Vitaminwater’s major media spending exceeded $50 million in 2008, per Nielsen. That brand’s previous lead agency was WPP Group’s Berlin Cameron United in New York. Coke acquired Vitaminwater’s parent company, Glaceau, for $4.2 billion in 2007.
Independent Wieden, whose Portland, Ore., office pitched Sprite, continues as lead global agency on Coke’s base brand.